VideoAmp Boosts Ad Measurement for Specific Verticals

US-based media measurement company VideoAmp is to launch new 'advanced outcome measurement' capabilities, for advertisers and publishers in sectors including CPG, credit card, automotive and pharmaceutical.

Founded in 2014, VideoAmp is headquartered in Los Angeles and New York with offices across the US. Last year it struck deals withDisney, Warner Bros. Discovery, AMG, dentsu and YouTube, continuing its bid to provide an alternative measurement currency to Nielsen - it also raised $150m in growth funding in September. In January this year it emerged that founder Ross McCray would be stepping down as CEO, while reports suggested the company would cut around 20% of its staff. Since then it has added another high-profile partnership, with Snap, Inc., and in April it was awarded a seal of approval by the US 'Joint Industry Committee' (JIC) on audience measurement.

This week the company said it will integrate data from outcome providers across the above sectors directly into its proprietary data and tech engine VALID, to deliver 'faster, more accurate and holistic representation of conversions following ad exposure on linear TV, streaming and digital channels'. The new integrations will boost VALID's Commingled ID Graph, which brings together online and off-line identifiers from multiple sources into a single graph connecting impressions, audiences and outcomes. Sources include the data of partner companies Affinity Solutions, Circana, Polk Automotive, PlaceIQ and PurpleLab.

Chief Product Officer Josh Hudgins (pictured) comments: 'These new capabilities unlock scaled outcome measurement for our clients, across verticals. Through these integrations, VideoAmp is laying the groundwork for standardized outcome reporting across industries, and affording our clients the ability to maximize the value of their media'.

Web site: www.videoamp.com .